The Art of Culturally Appropriate Follow-Ups in the Gulf

 

In the dynamic and ever connected business landscape of the Gulf region, mastering the art of follow-ups is crucial for success. While traditional methods like emails and phone calls still have their place, social media has emerged as a powerful tool for timely and culturally appropriate follow-ups. Let’s explore why social media is becoming the preferred method and how you can leverage it effectively in the Gulf business context.

 

Why Social Media Reigns Supreme in Gulf Business Communication

Quick and Accessible

The Gulf region boasts some of the highest social media penetration rates globally. In fact, countries like the UAE and Saudi Arabia have social media usage rates well above 90% of their populations. This widespread adoption makes platforms like WhatsApp, LinkedIn, and Instagram ideal for both professional and personal communication. You can find more details in our previous blog post about digital communications in the Middle East.

 

Less Intrusive

In a culture where personal relationships are paramount in business, a quick social media message can feel more casual and respectful, especially when the relationship is still in its early stages. This approach aligns well with the Gulf’s preference for building trust before diving into business matters. You need to build your Wasta first.

 

Visible Presence

Maintaining a visible presence on social media reinforces your commitment to the relationship without being overbearing. This is particularly important in the Gulf, where business often moves at a different pace compared to Western markets.

To make sure your team is up to date with the latest strategies, book a VIP or a Training Day with us.

 

Navigating the Social Media Landscape in the Gulf

Know the Preferred Platform

Different social media platforms serve various purposes in Gulf business communication:

• WhatsApp: Often considered the go-to for business communication, WhatsApp is viewed as both personal and professional. Its popularity in the region is unparalleled, with 75% of nationals using it as a primary communication method.
• LinkedIn: Ideal for formal connections and maintaining visibility in a professional context. It’s particularly effective for B2B industries and thought leadership.
• Instagram: Especially popular among younger demographics and for visually-driven industries. The UAE, Saudi Arabia, and Kuwait are among the top countries globally for Instagram reach.
• X (formerly Twitter): While not as dominant as other platforms, it remains significant in countries like Saudi Arabia, where it is the fifth most used social media app.

 

Crafting Culturally Appropriate Follow-Ups

Start with Gratitude

In Gulf culture, expressing gratitude is not just polite—it’s essential. Begin your follow-up by acknowledging the time and effort of your contact. For example: “Thank you for our recent discussion about [specific topic]. I truly appreciate your insights on [particular point].”

 

Be Direct, Yet Respectful

While directness is valued, it is important to maintain a respectful tone. Avoid overly formal language, but also steer clear of being too casual. Strike a balance that shows professionalism and cultural awareness: “I’m excited about the possibility of collaborating on [project]. Would you be open to discussing this further at your convenience?”

 

Timing Matters

Respect for local customs and schedules is crucial. Avoid sending messages during prayer times or late at night. Be particularly mindful during significant periods like Ramadan, when working hours and communication norms may differ.

But also make sure to reach out when it matters to your potential client. Find out when with our 2025 Middle East Planner.

 

Add Value to Your Follow-Up

Share something relevant that adds value to your previous interaction. This could be an insightful article, a new idea related to your discussion, or an update on a topic you previously explored. For instance: “I came across this report on [relevant topic] and thought it might interest you, given our conversation about [specific point].”

 

Leveraging Different Platforms Effectively

WhatsApp

• Keep messages concise and to the point.
• Use voice notes for more personal touch, a feature highly appreciated in the Gulf.
• Be mindful of status updates—they are widely viewed in the region.

 

LinkedIn

• Share industry insights and thought leadership content.
• Engage with your contact’s posts to maintain visibility.
• Use InMail for more formal follow-ups.

 

Instagram

• Ideal for creative industries or lifestyle-related businesses.
• Use Stories to showcase your brand’s personality and behind-the-scenes glimpses.

 

Why This Approach Works in the Gulf

By using social media for follow-ups, you demonstrate:

1. Respect for Cultural Preferences: You are adapting to the local communication style, which is highly valued in the Gulf.
2. Tech-Savviness: The Gulf countries, particularly the UAE and Saudi Arabia, are at the forefront of digital adoption. By leveraging social media, you align with this tech-forward mindset.
3. Understanding of Relationship-Building: In the Gulf, business is built on trust and personal connections. Social media allows for more frequent, less formal touchpoints that nurture these relationships.

 

Best Practices for Social Media Follow-Ups in the Gulf

1. Personalisation is Key: Tailor your message to the individual and the specific context of your previous interaction.
2. Be Patient: The pace of business in the Gulf can be different from what you might be accustomed to. Don’t push for immediate responses.
3. Use Visual Content: The Gulf audience responds well to high-quality visual content. Consider using infographics or short videos in your follow-ups when appropriate.
4. Stay Updated on Local Trends: The social media landscape in the Gulf is dynamic. Stay informed about emerging platforms and shifting user behaviours.

 

In the Gulf, follow-ups are not just about closing deals—they’re about nurturing relationships. Social media provides a unique opportunity to do this in a way that respects local culture while leveraging modern communication preferences. By mastering the art of culturally appropriate social media follow-ups, you position yourself as a considerate, adaptable, and reliable business partner in the Gulf region.

We help our clients understand and master these diverse landscape by offering VIP Days and team trainings. Enquire here.

 

Remember, the key to success lies in understanding the nuances of each platform, respecting cultural norms, and consistently adding value to your interactions. As you navigate the complex yet rewarding business landscape of the Gulf, let social media be your ally in building lasting, fruitful relationships.